Jakarta. State-run pawnshop Pegadaian recently opened the 43rd outlet of The Gade Coffee and Gold, located in the Coordinating Ministry for Investment Affairs in Jakarta.

Investment czar Luhut Binsar Pandjaitan launched the cafe together with Pegadaian's president director Damar Latri Setiawan.

The Gade Coffee and Gold outlet is not only a place to enjoy typical Indonesian coffee but is also the result of a collaboration between Pegadaian and the ministry. Through this outlet, Pegadaian seeks to increase financial inclusion among the community, while introducing easily accessible investment products, especially gold.

“This is our 43rd branch, and it is spread throughout Indonesia. Of course, we are very proud to be able to synergize with Kemenkomarves. Through The Gade Coffee & Gold, we also want to introduce Pegadaian products, as well as investment trends that are more easily accessible to the public, which of course are closely related to gold,” said Damar.

The Gade Coffee and Gold is a business collaboration between two Pegadaian subsidiaries, namely PT Pesonna Indonesia Jasa (PIJ) which manages coffee shops, and PT Pegadaian Dua Empat (Gallery 24) which provides gold products, both jewelry and gold bars. The coffee shop lets people purchase gold while enjoying a cup of The Gade's signature coffee.

This coffee shop has been widely known by coffee lovers in Indonesia. In addition to having a network spread from Labuan Bajo to Aceh, The Gade Coffee and Gold is also often present at various national and international events, such as the G20 Summit, the 10th World Water Forum, and the independence celebration at the State Palace.

Pegadaian's Director of Network, Operations, and Sales, Eka Febriansyah, revealed that the initial development of The Gade Coffee and Gold was to improve Pegadaian's image, considering the negative stigma that makes people, especially the younger generation, reluctant to come to Pegadaian.

"In the past, young people, millennials, why would they come to Pegadaian. Now, you can have coffee while buying or saving gold," said Eka.

With signature coffee offerings such as Van Leening, inspired by the history of the original name of Pegadaian during the Dutch colonial era, The Gade Coffee and Gold is expected to be a bridge between modern lifestyle and easily accessible gold investment.